Food Truck Case Study

This conceptual project builds the identity and visual branding for a food truck of the designer's creation. From the concept of the food and menu to the naming of the business and to the visuals of the truck and food packaging, the world of food trucks is rich with creativity. The specific focuses of this brand creation are the name and logo, truck design, food packaging, and digital marketing consisting of acquisition and retention ads.

The audience of this truck is central to its branding and identity. The name “Bitches Love High Tea” is displayed inside the silhouette of a teacup to immediately communicate the food truck’s focus for new viewers. An alternative logo used on merch and packaging includes a tea ring, showing the essence of the brand as the fusion of classiness and bitchery. It says “These bitches don’t care about spilling tea on your expensive tablecloth”. The supporting graphic of the rock on hand with a teacup is another important iconographic piece of branding used to promote the business.

The retention ads aim to get people excited about the truck and its food, leaning on the inside jokes of Gen Z memes and imagery of the food and truck to garner intrigue. The performance ads act as “sponsored” Instagram posts, getting potential new customers’ attention with bold tag lines and calls to action. The brand colors are used in all the ads, creating continuity and noticeable brand identity throughout their social media presence.